Why print packaging insert flyers?

They reach a highly-targeted audience

This audience is already likely to be interested in your products or services. Let’s say you sell desktop printers. With every shipment, you can include a flyer that promotes a special deal on ink cartridges. Since your customers need ink cartridges, they’re likely to take you up on your offer.

Another example: let’s say you sell jump ropes. You could partner with a company that sells popular workout DVDs to insert your flyers with their shipments. Since their DVDs include jump rope exercises, their audience is likely to be interested in your products.

They don't break the bank

If you’re inserting flyers into your own packaging, your only investment is flyer printing (and you can print 1,000 4-inch by 6-inch flyers for around $80). If you want to insert flyers in a partner’s shipments, prices vary — but on average your investment will be one-third of what you’d spend on traditional direct-mail marketing. You also have the benefit of reaching a well-targeted audience and an element of trust: Recipients have purchased from your partner and are likely to trust any materials they send.

They work

Marketing Sherpa puts the average conversion rate at 0.35 percent — which is a fantastic conversion rate — and goes on to say conversion rates can reach one percent! (Keep in mind this figure represents the number of people who end up buying from you.)

So, let’s say you spend $250 to insert 5,000 flyers that promote a deal that nets you $50 with each sale. That amounts to 17 sales for $850. Subtract your $250 investment, and you profit $600! Now, imagine if you expand this to 10,000 or 100,000 inserts.

How to increase sales with packaging insert flyers

Increasing sales with package insert flyers is a simple process; here’s how to do it.

Set your goals

Start by identifying your goals. Earning more sales is the obvious goal, but there’s more than one way to accomplish that. For example, you can print flyers featuring a time-limited discount offer — perhaps the most common type of insert. Or, you can print flyers asking customers to subscribe to your email newsletter in return for a discount code. Another option is to ask customers to review your product on your social media sites. This in turn helps convince others to buy from you (and could lead to increased customer loyalty from reviewers, who may take on the brand ambassador role).

Identify your audience

Once you know your goal, identify your audience: Is it existing customers who have just purchased a specific product from you or customers of another company you’ll need to partner with? Do these customers fit a certain demographic? This information will help you decide the best way to distribute your flyer inserts.

Develop projections

It’s a good idea to develop projections for your campaign. How many flyers can you insert? How much will you invest? As noted, if you’re inserting flyers into your own packaging, your only investment is flyer printing. But if you’re partnering with another company, they’ll charge an insert fee that you’ll need to be aware of. What is your net profit after sale, and how many sales can you expect to make based on the average conversion rate? When you make projections, you’ll be able to measure performance, and you can do your best to ensure your flyer package insert campaign is successful before you invest the first dollar.

Design and print your flyers

If you’re sending flyers to your own customer base, the next step is to develop your offer (or ask, depending on your goals), create your flyer design and print your flyers. If you wish to insert flyers into another company’s packaging, reach out to develop a partnership before you print your flyers. They might have certain guidelines or conditions you’ll need to know before you develop your creative. Once those details are ironed out, you can design and print your flyers.

About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.